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¶ … Marketing
In a recent episode of ER, a young girl -- 11 years old or so -- had been kidnapped. During recovery, she was killed. In that case, the death was caused by the hubris of an arrogant new ER attending physician. But it could have been caused at any time by the kidnapper. According to Dwelle (2004), most abducted children are recovered or killed within the first 3.2 hours; any factor that could reduce the time frame during which the child is missing will reduce the chanced the child will be killed.
The facts and figures alone are powerful marketing tools for the Techno Genie. Statistics say that:
Every 40 seconds another child is reported missing.
One in every 42 children will become abducted, missing, lost or runaway.
Over 2000 children are reported missing each day
Over 725,000 reported missing children every year.
The rate of missing children has increased 444% since 1982.
Added to that, however, is the very real concern of every parent for the safety of their child, and their emotional reactions whenever a child is delayed coming home from school or an activity. In addition, the media coverage of missing children and the recent implementation of the Amber Alert system in the United States has made every parent eager to do whatever they can to keep their children from harm at the hands of strangers.
All this material provides precisely the sort of dramatic, visual material that will help sell this very useful product.
The advertising plan for this product covers all media, and more, and relies on the eagerness of the entire nation...
And we do not expect them to do so for Techno Genie. However, we do expect that they will be generous in their inch and line counts, and we further expect to get 'add on' mileage via editorial coverage of the product.
Purchased print advertising, paid for directly by Techno Genie, will target parents of young and pre-teen children. The primary national magazine of choice is Parents magazine. Regional magazines and newspapers targeting children, such as Baltimore's Child, will also be in the first wave of advertising purchases.
Newspapers will generally not be used because they do not deliver the target audience, with one exception, USA Today. Advertising will be placed in USA Today because it is the only truly national newspaper except the Wall Street Journal and Christian Science Monitor and because it is generally read by a younger demographic -- those with children -- than the Wall Street Journal.
Broadcast advertising
Television
As noted in the previous document, at first television advertising will not be used because it reaches too broad a demographic. However, an exception will be made to that consideration if stations with appropriate demographics are located and they will allow the airing of an infomercial about the Techno Genie. There are two reasons for this. First, if the demographics of such…
References
Dwelle, P. (). Abducted, missing, lost and runaway children. Wichita, KS: ChildShield, U.S.A.. etrieved October 26, 2005 from the World Wide Web: www.childprotectionsolution.com
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